4 Tips That Will Get You Out of Email Jail
Few things scare people more than a run in with the law, and email marketers have had their fair share of terror over the last few years. Just when everyone got over Y2K, along came the ironically named CAN-SPAM, a law written so marketers can't spam. Most recently there's CASL, which imposes strict regulations and penalties for offending parties — regardless of their intention.
With the world becoming more wary of the infringement of privacy and privileged information, these kinds of laws are set to become more and more popular as time goes on. That's why it's important to know how to protect your email marketing program as well as yourself with these four simple tips that will help ensure the law won't be knocking down your door any time soon:
1. State your name, business, intent and location. CAN-SPAM is quite clear on this one in particular. In every email you send, you have to clearly identify your name, business, why you're emailing them, and how you can be located and contacted. Despite kindergartners with iPhones becoming prevalent, email subscribers of 2014 weren't born yesterday. You're not going to fool anyone if you decide to hide your intent and information.
Not only will this tip help ward off the law, but also readers of your email are more likely to form a relationship with your brand if they feel they can trust you. If we've learned anything from those Cosmo quizzes, it's that trust is built on honesty.
2. Make the unsubscribe option clear. Most people don't just have "bad days"; chances are they can't unsubscribe from an email or SMS list they subscribed to in their teens (that's what I like to think anyway).
CASL, CAN-SPAM and most likely all future anti-spam legislation will have this requirement — the unsubscribe option must be easily accessible and clear in every email you send.
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